My book, Lost With Translation, is due to come out from Discovery 21 publications sometime in the late fall. Enjoy this little teaser!
This particular doozy is from the Diesel shop in Roppongi Hills. I checked carefully, and this is an actual Diesel Jeans Advertising campaign. If you look on their website, they list their marketing campaign with their “smart is” and “stupid is” comments. However, I think the campaign would be more effective if the words were spelled properly.
Just as a side note, I think Diesel, as a company, has some wildly interesting advertising campaigns. A few months ago the front of this store read (in bright red blow-up letters, not written on the window, but displayed in the window) “Sex Sells. Unfortunately, we sell jeans.” That one was spelled properly.